Question 1

"I prefer brands who behave responsibly in terms of workers' rights and the environment.If a company contributes to society,I'll buy it." This statement describes the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

Accepted Answer

The statement describes the global citizen segment, which places importance on social responsibility and ethical behavior by companies. This aligns with the values commonly associated with global citizenship.

Question 2

Tekstil Hazir,a Turkish apparel manufacturer,makes T-shirts that are labeled and packaged with the Old Navy brand name.Tekstil Hazir is an example of a ____.

Accepted Answer

Tekstil Hazir is an example of a private brand, as they are manufacturing T-shirts under the Old Navy brand name, which is owned by the parent company Gap Inc. Private brands are those that are owned by a retailer or a manufacturer and are sold under their own label, rather than under the label of the manufacturer who produced it.

Question 3

Toyota's Lexus brand name is an example of a(n)____.

Accepted Answer

Lexus is an arbitrary or invented word, which was created by combining the words "luxury" and "elegance." It is not a recognizable English word or a geographic place, and it is not evidently descriptive of the product.

Question 4

In Turkey,as soon as a restaurant customer appears to have finished her meal,waiters whisk the plate away.It is considered impolite to leave a finished plate in front of a customer.For a nonTurk,the speed at which the plate is taken away is very quick-even shocking.Foreign restaurant chains considering entry into the Turkish market must adapt to cultural differences in ____.

Accepted Answer

The answer of In Turkey,as soon as a restaurant customer...

Question 5

"I prefer to buy branded medicine because I know that those drugs are reliable.I can't trust whether generics are safe," says one focus group participant.He is describing the ____ of global brands.

Accepted Answer

The statement describes the quality signal that global brands provide, indicating that the participant trusts the reliability and safety of branded medicine over generics. This suggests that global brands have established a reputation for producing high-quality products that consumers can rely on, making them a reliable quality signal in the marketplace.

Question 6

Electrolux is targeted to the high-prestige,conservative consumers throughout Europe.Electrolux is an example of a ____.

Accepted Answer

Electrolux is an example of a Eurobrand, a brand that originated in Europe and caters to the European market with a strong sense of cultural identity and prestige. While it may be a global citizen in terms of its presence in multiple countries, its target market and branding strategy are specifically targeted towards the European market, making B the best choice. C and D are not correct as brand champion typically refers to an individual who promotes a particular brand, and D is too broad to be a specific answer.

Question 7

When McDonald's opened its doors in Johannesburg,South Africa,thousands of people stood in line.When Coke entered Poland,its delivery trucks drew applause at traffic lights.The textbook explained that these strong reactions occurred because ____.

Accepted Answer

The strong reactions occurred because these firms had globally recognized brand names.

Question 8

At Henkel,a brand strategy emerges from shared experiences and best practices among the firm's subsidiaries.Henkel employs a ____ approach to global brand strategy.

Accepted Answer

A bottom-up approach to global brand strategy involves deriving strategies from shared experiences and practices among various parts of an organization, such as its subsidiaries, which is what Henkel does.

Question 9

Jaiwen Cho is skeptical of the quality of global brands.He prefers to buy local brands.Jaiwen would fit into the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

Accepted Answer

Jaiwen Cho's skepticism of global brands indicates a negative attitude towards globalism, making him an antiglobal segment.

Question 10

Mark Smith does not have a preference for local or global brands.He evaluates all brands by the same criteria and is neither impressed nor alienated that a brand is global.Mark would fit into the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

Accepted Answer

Mark's lack of preference for local or global brands and evaluation of all brands by the same criteria suggests that he is a global agnostic, meaning he does not have strong positive or negative attitudes towards global brands.

Question 11

Nike's "swoosh" is an example of a ____.

Accepted Answer

The "swoosh" is a logo that represents the Nike brand, and it is a registered trademark that can only be used by Nike.

Question 12

Mr.Clean,Monsuier Propre,and Meister Proper are examples of ____ names.

Accepted Answer

The answer of Mr.Clean,Monsuier Propre,and Meister Proper are examples of...

Question 13

McDonald's famous "golden arches" are an example of a ____.

Accepted Answer

The golden arches are a registered trademark of McDonald's and are a symbol of the brand recognized globally.

Question 14

A focus group participant observes,"The Starbucks brand is a symbol of modernity and cosmopolitanism.I can go to a Starbucks in Beijing,Madrid,New York,and Istanbul.When I go to Starbucks,I feel like a citizen of the world." This focus group participant is describing to the ____ of global brands.

Accepted Answer

The focus group participant is describing the global myth of the Starbucks brand, as it is seen as a symbol of modernity and cosmopolitanism, and provides a sense of being a citizen of the world through its global presence.

Question 15

Coca-Cola,Kodak,and Levi are examples of ____ names.

Accepted Answer

Coca-Cola, Kodak, and Levi are all examples of global brands, which are brands that have a consistent and recognizable identity and image across different countries and cultures. These brands are typically marketed and sold in multiple countries, and are often associated with quality, innovation, and reliability. Global brands typically have a high level of brand equity and are valued by consumers in different markets around the world.

Question 16

Proctor and Gamble's Cheer brand is an example of a(n)____.

Accepted Answer

Cheer is a recognizable English word that does not directly describe its product (laundry detergent), making it unrelated to the product in question.

Question 17

At Sony,a global team determines the global brand strategy and then country strategies are derived from it.Sony employs a ____ approach to global brand strategy.

Accepted Answer

Sony employs a top-down approach to global brand strategy, where the global team determines the overall brand strategy and the local country strategies are derived from it. This means that decisions and directions are cascaded from the top-level management to the lower levels, ensuring consistency and alignment with the global brand positioning.

Question 18

In the mid-1990s,Caterpillar's brand was suffering globally.It was positioned differently in different markets,and the logo even was different market to market.To rectify the problem,Caterpillar decided to hire a brand ____ who was charged with the responsibility for building and managing the global brand.

Accepted Answer

A brand champion is someone who is responsible for building and managing a brand. An auditor typically checks financial records for accuracy, a general is a military rank, and a monitor is someone who observes or tracks something. Therefore, the best choice for this scenario is B - champion.

Question 19

Reliant Energy decided to assess the company's positioning,advertising,look,and personality of its brand.The company wanted to make sure that these aspects of the brand remained constant across all of its markets.Reliant Energy was assessing the company's ____.

Accepted Answer

Reliant Energy was assessing the company's global brand strategy.

Question 20

"I know when I buy Rainforest Crunch,I know that my dollars are being spent to protect the rainforest and support the indigenous people who live there." This statement from a focus group participant describes the ____ of global brands.

Accepted Answer

The statement describes the social responsibility of global brands in addressing issues such as the protection of the rainforest and support for indigenous people, indicating a concern for the greater good beyond just profit-making.

Quiz 11: Global Strategies for Services,Brands,and Social Marketing